LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV.
“What we’re learning around programmatic video allows us to transform our relationship with TV. TV in the UK has never been in better health. There is better content, more people are watching and engaging, and it’s available across more platforms. What we need to do is advance how we trade and engage with consumers, and taking those programmatic disciplines can be a benefit to enhance and accelerate the future of TV.”
At its heart, programmatic marketing is the “intelligent use of data to deliver customers more efficiently,” he says in this deep dive into how programmatic fits into an agency and a brand’s arsenal. Video is an important component of programmatic marketing, he says. “Video is a natural bridge across all platforms and opens a number of doors to us. We can use the data that every engagement with video produces to make us smarter. Video naturally lets us take more responsibility for the content we create, distribute and curate.” That in turn can help with the emerging field of content marketing.
Starcom MediaVest in London works with a range of brands including Samsung, Heineken and Procter and Gamble, as well as fast-moving digital marketers like Travel Lodge and EuropCar.
We spoke with Parker for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.